Franchisees and franchisors have access to a wide array of marketing channels. Large consumer brands commonly adopt marketing strategies covering all their national activities.
Nevertheless, it's essential for both franchisors and franchisees to have a local marketing plan in place. Collaboration is ideal, but even if it's not possible, it's crucial for each party to have their part of the plan well-defined.
Surprisingly, many businesses tend to prioritise national strategies over local marketing. This overlooks the fact that all customers are local, making local marketing is essential to gaining a competitive advantage.
Given that franchisees live and work within local communities, they are uniquely positioned to connect with local customers. This is where Local Area Marketing comes into its own.
Franchisees can engage with customers on a personal level, ensuring the brand is on consumer’s minds when they're ready to make a purchase.
Local area marketing is often integrated into the broader national campaign within franchise business models, as franchisees possess local knowledge that allows for customized marketing messages tailored to specific areas. Being actively involved in local community events, dates, and celebrations can make your business stand out as a local, community-focused establishment.
Building Credibility
Building credibility and trust is vital in customer relationships, and being perceived as a local entity plays a significant role in this process.
Franchisees can expand their market share by implementing effective local marketing strategies and staying informed about local developments.
Additionally, it's essential to consider your online presence. A franchisee's website should go beyond just showcasing products or services; it should offer additional valuable information.
Ideally, a franchise's website should maintain a strong, consistent brand while also catering to local relevance.
Customer Journey
Understanding the Customer Journey involves recognizing the stages from when customers first learn about your company to when they make a buying decision, often referred to as the "sales funnel." This understanding is key to tailoring your marketing strategies effectively.
Competitor Analysis
Competitor Analysis is crucial, particularly for franchisees, as they should identify local competitors and develop strategies to compete effectively. Local competitors might include small businesses that the franchisor isn't aware of. This analysis helps position your franchise for success in the local market.
Building Authority
Building Authority involves creating content that aligns with your marketing plan. After identifying your target audience, their purchasing behavior, and your local positioning, you can create content that supports your strategy.
For corporate franchisors, this means developing an engaging brand website with informative content. Your content should aim to educate, inform, and entertain while driving organic SEO improvement. Moreover, your social media content should link back to your website as frequently as possible, with a strong focus on converting visitors into customers.
Incorporating these strategies into your marketing plan will help your franchise establish itself as a local authority and build a strong online presence.